Vijaya Dairy

A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY
INTRODUCTION
Dairying has emerged as a dynamic instrument to raise the socio-economic

status of rural people through employment and income generation. The dairy farmers
are not only benefited by marketing the milk and milk products but also from
harnessing the growing livestock wealth and a range of animal by products. Dairying
has become and integral sub-system of agriculture. Efforts are being made to organize it
as an industry through co - operative and private enterprises.
Dairying has been a traditional rural household occupation. But it could not be
made commercially viable for long and remained unorganized. With the success of
AMUL, and attempts at organizing dairy co-operatives in many states during
Operation Flood I and II, people's participation for common economic emerged in the
dairy sector. Since 1971, the collection of milk through the cooperatives has been over
85 percent of the total milk collection of organized sector in the country. The number of
milk cooperative in the country during 1988 was 58,830 which is now increased to
about 70,000 societies. For long time, prevented private enterprises from the government
setting up dairy units and competing with the cooperatives. However, sector was
delicensed in 1991, paving the path for private sector competition. A large number of
small dairies have corne up in major cities.
As we know very well that the dairying is one of the major industry in India.
The cow was adorned as mother of plenty and prosperity with cattle as backbone for
agriculture. 75 percent of the rural people are completely' dependent on agriculture
for their livelihood. More than 70 % of the rural farmers belongs to category of the
small farmers, marginal farmers and agricultural laborers. Population explosion with
limitation of agricultural areas for food production, has brought on greater need for
harnessing the available land, livestock and labor to achieve self-sufficiency in milk
production.
The white Revolution or operation flood as it is widely known, found its

genesis in this thinking, impressed by the economic transformation, it has brought
about in the life styles of the Gujarat farmers, The gigantic task of replication of
PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 1

"Amul" or "Anand" pattern, which bristled with problems .particularly in talking the
power conscious bureaucracy at the policy making level, was entrusted to Dr. Verghese
Kurien, the young Engineer from Kerala who has performed this miracle admirably in
Gujarat working with a missionary zeal.
The growing demand for milk in Bombay provided the stimulus for the milk
producers in Kaira district to increase production and the 'Kaira District Cooperative
Milk Producers Union, popularly known as "Amul" came into being. Starting with
just two milk producers" societies with a daily collection of 250 liters in 1948, Amul
now has a membership of 3,60,000 farmers handling about 8,50,000 liters and
distributing about Rs. 100 crore annually towards that cost of milk supplied by them.
Customer satisfaction, a business term, is a measure of how products and services supplied
by a company meet or surpass customer expectation. It is seen as a key performance indicator
within business and is part of the four perspectives of a Balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy. There is a substantial body of empirical literature that establishes the
benefits of customer satisfaction for firms.
Measuring customer satisfaction
Organizations need to retain existing customers while targeting non-customers;

Measuring customer satisfaction provides an indication of how successful the organization is
at providing products and/or services to the marketplace.
Customer satisfaction is an abstract concept and the actual manifestation of the state
of satisfaction will vary from person to person and product/service to product/service. The
state of satisfaction depends on a number of both psychological and physical variables which
correlate with satisfaction behaviors such as return and recommend rate. The level of
satisfaction can also vary depending on other factors the customer, such as other products
against which the customer can compare the organization's products.

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988
delivered SERVQUAL which provides the basis for the measurement of customer satisfaction
with a service by using the gap between the customer's expectation of performance and their
perceived experience of performance. This provides the researcher with a satisfaction "gap"
which is semi-quantitative in nature. Cronin and Taylor extended the disconfirmation theory
by combining the "gap" described by Parasuraman, Zeithaml and Berry as two different
measures (perception and expectation) into a single measurement of performance relative to
expectation.
[4]
The usual measures of customer satisfaction involve a survey with a set of
statements using a Likert Technique or scale. The customer is asked to evaluate each
statement in terms of their perception and expectation of performance of the service being
measured.
Methodologies
American Customer Satisfaction Index (ACSI) is a scientific standard of customer

satisfaction. Academic research has shown that the national ACSI score is a strong predictor
of Gross Domestic Product (GDP) growth, and an even stronger predictor of Personal
Consumption Expenditure (PCE) growth. On the microeconomic level, research has shown
that ACSI data predicts stock market performance, both for market indices and for
individually traded companies. Increasing ACSI scores has been shown to predict loyalty,
word-of-mouth recommendations, and purchase behavior. The ACSI measures customer
satisfaction annually for more than 200 companies in 43 industries and 10 economic sectors.
In addition to quarterly reports, the ACSI methodology can be applied to private sector
companies and government agencies in order to improve loyalty and purchase intent. Two
companies have been licensed to apply the methodology of the ACSI for both the private and
public sector: CFI Group, Inc.applies the methodology of the ACSI offline, and Foresee
Results applies the ACSI to websites and other online initiatives
The Kano model is a theory of product development and customer satisfaction

developed in the 1980s by Professor Noriaki Kano that classifies customer preferences into
five categories: Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano
model offers some insight into the product attributes which are perceived to be important to

customers. Kano also produced a methodology for mapping consumer responses to

questionnaires onto his model.
SERVQUAL or RATER is a service-quality framework that has been incorporated

into customer-satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction
Barometer to indicate the gap between customer expectations and experience.
J.D. Power and Associates provides another measure of customer satisfaction, known
for its top-box approach and automotive industry rankings. J.D. Power and Associates'
marketing research consists primarily of consumer surveys and is publicly known for the
value of its product awards.
Other research and consulting firms have customer satisfaction solutions as well.
These include A.T. Kearney's Customer Satisfaction Audit process[6], which incorporates the
Stages of Excellence framework and which helps define a company’s status against eight
critically identified dimensions.
For Business to Business (B2B) surveys there is the InfoQuest box. This has been
used internationally since 1989 on more than 110,000 surveys (Nov '09) with an average
response rate of 72.74%. The box is targeted at "the most important" customers and avoids
the need for a blanket survey.
Improving Customer Satisfaction
Published standards exist to help organizations develop their current levels of

customer satisfaction. The International Customer Service Institute (TICSI) has released The
International Customer Service Standard (TICSS). TICSS enables organizations to focus their
attention on delivering excellence in the management of customer service, whilst at the same
time providing recognition of success through a 3rd Party registration scheme. TICSS focuses
an organization’s attention on delivering increased customer satisfaction by helping the
organization through a Service Quality Model.
TICSS Service Quality Model uses the 5 P's - Policy, Processes, People, Premises,
Product/Services, as well as performance measurement. The implementation of a customer
service standard should lead to higher levels of customer satisfaction, which in turn
influences customer retention and customer loyalty.

NEED FOR THE STUDY
The market today is characterized by cut-throat competition, Ad wars, attractive
incentives to entire consumers as well as retailers, neck less bidding for the retailer shelf
space and eye-catching Packaging. Retailers are pampered as never before. Companies
spend a substantial percentage of their turnover to claim a place in the consumers mind.
Several companies are extending their network to the higher to unexplored rural markets
Nowadays it is the consumers market and all the sales, manufacturing activities are
generated by the consumers.
This indicates consumer's importance while purchasing a commodity. A product
cannot be marketed successfully without knowing the consumer behavior to that
product(s). Due .to fast growing day to day technology and introduction of new product
brands that will directly effect on consumers, preference will be altered, they will go in for
such products which have convenient facilities.
This is general scenario, and this is same in marketing of dairy products.
Significant changes are expected in the both demand and supply sides. Demand is
undoubtedly growing. Over the last few years the procurement price of liquid milk have
risen sharply. Giving raise to hike in price of liquid milk and milk, products in the market.
There is every reason to believe that milk and especially milk products have prices
themselves out of the reach of many a consumers in the middle income segment.

Vijaya dairy products are one of the consumers perishable product. There are
certain factors which have direct relationship with the product manufactures and
consumers such as price, quality, demand and supply.
The manufactures of milk in Andhra Pradesh are VIJAYA, HERITAGE,
JERSY, DODLA, TIRUMALA etc., They arc distributing their milk through agents.
Thus there is need to study how far the consumer is satisfied by VIJAYA milk in the
market and company in the process of collecting milk from all areas and marketing.
The performance of Vijaya milk and milk products have been found theoretically from
the past records, i.e. the secondary data, while for consumer. behavior primary sources
were used.
From the foregoing, it is clear that an in-depth study regarding availability of
VIJAYA milk based products, proper distribution channels, coverage, consumer
preference and their taste towards the Vijaya Products is worthwhile. Therefore,
here is an attempt made in this regard with the following objectives:

OBJECTIVES OF THE STUDY
1. To know the consumer behaviour towards Vijaya milk and rnilk products.
2. To know whether the Vijaya Dairy Parlours and retailers are covering the area of the
target consumers.
3. To know consumer response regarding Vijaya Dairy Parlours anc retailers.
4. To know the availability of whole range of Vijaya Products with the
Parlours and retailers.
5. To know the price, quality and product-mix on parlours with, that
of competitors.
6. To know the distributive problems with the Vijaya Products.

RESEARCH METHODOLOGY :
TYPES OF SAMPLE
The type of sample selected for the study was confined to household consumers
in Kurnool. The survey was conducted in Kurnool town.
SAMPLE SIZE
The size of the sample chosen for. the study is 111 consumers which includes all
groups of consumers, i.e. Higher income groups, Middle income groups and Lower income
groups.
SAMPLE METHOD
The method of the selection of the sample followed "was stratified random
sampling. The sources of information fall under two categories these are internal
sources and external sources.
INTERNAL SOURCES
A business organization has to certainly maintain some records such as financial
accounting records, sales records, total annual sales reports, regional sales reports were
utilized as Internal sources of data.
EXTERNAL SOURCES
When the internal records are not sufficient and the required information is not
readily available in the organization will have to depend on external sources. External
sources of data for knowing consumers' behavior fall1 under two categories.

PRIMARY DATA
The data collected for the purpose or for a particular problem in original is
known as primary Data..It consists of all'the answers obtained in first-hand. There are
various sources and methods are there to collect the primary data.
SECONDARY DATA:
The data collected from the public sources i.e./ not originally collected for the first
time is called secondary data. For this survey work I rely on, secondary data such as news
papers, Annual Survey reports etc.
TYPES OF SAMPLING:
The procedure followed in the collection of the data is from primary sources, that is
personal interviews with the customers aided by questionnaire. This questionnaire pertains to
the aspects of dairy products and dairy parlours having around 13 questions. The questions
were of dichotomous types, rating scale types and a few of them are open-end type
questions. The response was overwhelming; analysis includes views, complaints and
suggestions given by the consumers.

LIMITATIONS OF STUDY
This method has certain disadvantages such as :
1) Unwillingness of respondent to provide information
2) Inability of respondent to provide information.
3) Personal bias may involves in the study because the study is made under
personal interview method.
4) Due to the changes and fluctuations of consumer behaviours', it may affect
the relevance of the result.
But this does not mean that the questionnaire method cannot be used
satisfactorily but it can be used, however to get some data relative to most problems.

Customer:
A customer is as individual who buys goods and services for personal and final
consumption.
Satisfaction:
Satisfaction is a person’s feelings of pleasure or disappointment resulting from

comparing a product’s perceived performance [or outcome] In relation to his or her,
experience.
Market:
A market consists of all the potential consumer sharing particular needs or wants,
which might be willing and able to engage in exchange to satisfy that needs and wants. In
Fact market must be through of not as a geographical meeting place but as an getting together
of buyers and sellers, in person, by mail, telephone of any other means of communication
Brand:
A brand is a name, term, sign, symbol or design or a combination of these which is

intended to identify the goods or service of one seller or a group of Sheller and to
differentiate them from the competitors.
Consumer perception:
The process by which an individual select organizes and interprets stimuli into a
meaningful and coherent picture of the world. It can be described as “How we see the world
around us. Two individuals may be exposed to be same stimuli under the same apparent
conditions, but how each person based on each person own needs, value and expectation.

Marketing mix:
It is the elements on organization controls that can be used to satisfy or

communicate with customers. The traditional marketing mix is composed of four P’s: price,
place and promotion. The notice of mix implies that all of the variables are interrelated and
depend on each other to some extent.
Quality:
The quality of product or service is a customer’s perception of the degree to which the
product or service meets his or expectation Quality Stands for,
Q = Quest for Excellence.

U = Understanding customer needs
A = Action to achieve customer appreciation.
L = Leadership determination to be leader
I = Involving all people
T = Term spirit to work for a common goal and
Y = Yardstick to measure progress.
Consumer awareness:
Is the knowledge of the consumer about the existence product in the market?
Brand Loyalty:
Brand loyalty is a toxin of much concern to all marketers. Every company seeks to
have a steady group of unwavering customer for its product or service. Because research
suggests that an increase in market share is relates to improve brand loyalty, marketers are
understandably concern with this element.
MARKETING:
Marketing is a societal process by which individuals and groups obtain what they
need and want through creating, offering and freely exchanging products and services of
value with others.

MARKETING MANAGEMENT:
Marketing management is the process of planning and executing the conception,

pricing, promotion and distribution of ideas, goods and services to create exchanges that
satisfy individuals and organizational goals.
MARKETING MIX:
Marketing mix is the set of controllable tactical marketing tools that the firm
blends to produce the response it wants in the target market. Four factor classifications of
these tools are called the four P's: product, price, place and promotion.
PRODUCT:
Product is the firm's tangible offer to the market, which includes the product quality,
design, features, branding and packaging.
Price is the amount of money the customers have to pay to obtain the product.
Price makes the product of the company available to target customers.
PROMOTION:
Promotion includes all the activities of the company undertake to communicate and
promote its product to the target market. It consists of advertising, sales promotion, public
relation etc.
BRAND:
Brand is the name, term, sign, symbol of design or a combination of their intended to
identify the goods and services of one seller or group of seller and to differentiate them from
those of competitors.
BRAND IMAGE:
It is nothing but the set of benefits consumers hold about a particular brand.
ADVERTISING:
Any paid form of non-personal presentation and promotion of ideas, goods or services by an
identified sponsor.

MARKET DEMAND:
Market demand for a product is the total volume that would be bought by a defined
customer group in a defined geographical area in a defined time period in a defined
marketing environment under a defined marketing program.
MARKET POTENTIAL:
The market forecast shows expected market demand, not maximum market demand.
For the latter, we have to visualize the level of market demand resulting from a very high
level of industry marketing expenditure, where further increases in marketing effort would
have little effect in stimulating further demand. Market potential is the limit approached by
market demand as industry marketing expenditures approach infinity for a given marketing
environment.
COMPANY DEMAND:
It is the company's estimated share of market demand at alternative levels of company

marketing effort in a given time period. The company's share of market demand depends on
how its products, services, prices, communications, and so on are perceived relative to the
competitors.
COMPANY SALES FORECAST:
It is the expected level of company sales based on a chosen marketing plan and an
assumed marketing environment.
COMPANY SALES POTENTIAL:

Company sales potential is the sales limit approached by company demand as
company-marketing effort increases relative to that of competitors.





COMPANY PROFILE
PROFILE OF THE A.P.D.D.C.F.
Tremendous efforts were made for creating the infrastructure for dairy development
during different phases of the Organization. Beginning as a pilot Milk Supply Scheme(1960);
then as an integrated Milk Project with UNICEF assistance leading on to a Diary
Development Department( 1971) which in turn become a Diary Corporation( 1974) and
finally a Co-operative Federation( 1981).
As the years passed, APDDCF built up the infrastructure needed to meet every
requirement of dairying, be it procurement of milk from over 800,000 diary farmers spread
across Andhra Pradesh. Or be it chilling and processing 1.6 million liters of milk everyday, or
getting it ready for nationwide distribution. It all happened within the vast Dairy plant
network of APDDCF. Through extensive use of high technology and management acumen
honed to steer such a widespread operation, and brought prosperity to the State many times.
The Federation has drawn up more comprehensive systems for procurement and
processing of milk. A dedicated research cell is actively pursuing ways and means of
bettering quality. Collaborations with global experts are also being sought, all in an attempt to
remain at the forefront of modern dairying in India where QUALITY will be the watchword.
ORIGIN AND GROWTH
A small milk processing plant of the experimental dairy now attached to Andhra
Pradesh Agricultural University at Rajendranagar was utilized for this purpose in 1960-1961.
Then came a proposal from the government for establishing a dairy at Hyderabad with the aid
of UNICEF as a result of an agreement between Government of India, State Government and
UNICEF.

UNICEF agreed to supply machinery and equipment for establishing dairies at

Hyderabad and Vijayawada. A project for milk collection from the surplus areas of coastal
Andhra namely from Vijayawada and its surroundings was started and a dairy was established
at Vijayawada in October 1969.
Hyderabad Dairy was established at Lalapet, Hyderabad and was commissioned in

January 1967. Dairy Development Department implemented several schemes for
improvement of dairying in rural areas by way of securing loans for dairy farmers from
different nationalized banks by supplying cattle feed to the farmers on credit at subsidized
rates. Separate funds were provided by State Government in the annual budget for dairy
development.
In April 1974 at the instance of National Dairy Development Board (NDDB) the State
Government agreed to convert Dairy Development department (DDD) into a corporation and
thus from 1974 the Dairy Development Department started functioning as Andhra Pradesh
Dairy Development Corporation and finally APDDCF in 1981.
A.P.D.D.C.F. STRUCTURE
State Level APDDCF Apex Body
District Level Milk Unions Ten Unions
Village Level Milk Producers Co-Op.Societies 111757

Societies

OBJECTIVES
 Organise co-operatives of Milk Producers at village and district levels.

 Provide essential inputs to enhance milk production, feed and fodder production, cross
breeding programs, veterinary aid, and take up development programs to provide
effective leadership and management skills to the milk producers to help them manage
their own Co-operatives.
 Develop infrastructure for processing of milk and manufacture ‘of dairy products and
market wholesome and quality milk and milk products.
 Fulfill the consumer needs of liquid milk and milk products in the State.
 Develop new products and packaging lines in tune with the changing scenario of
consumer market and needs.
 Integrate dairy development with overall rural development efforts and provide greater
employment to the rural poor.
 Today, there arc about 7,000 Co-operatives with 400 All-Women Co- operatives and a
membership of over 8 lath people across the state.
 To provide assured year-round market for the surplus’ milk produced in the rural areas.
Supply wholesome milk and milk products to the urban consumers; and
 To stimulate milk production and develop the required infrastructure.
OPERATION FLOOD PROGRAMME
ANDHRA PRADESH DAIRY DEVELOPMENT CO-OPERATIVE

FEDERATION LIMITED was started in 1981 to implement Operation Flood Programme in
the State, with financial assistance from N.D.D.B, (National Dairy Development Board).
The 3 tier co-operative structure is as follows
1. Village level — milk producers co-operative societies.:
2. District level — milk producers co-operative societies.
3. State level — co-operative federation.

OPERATION FLOOD-I
The Guntur Milk Producers co-operative union was organized and the Sangam Dairy
was established.
OPERATION FLOOD-II
The operation flood has covered 16 districts in the State. The following schemes have
been implemented under the programme:
 Establishment of MPF, Nandyal
 Expansion of Milk powder plant at Vijayawada and Sangam.
 Expansion of Vishaka Dairy establishment of a new chilling center at
Ramabadrapurarn.
 Strengthening of Milk chilling center at Ongole.
 Strengthening of MPF, Chittoor and Proddutur.
 Establishment of Mother Dairy at Hyderabad.
 Establishment of Feed Mixing Plant at Mydukuru.

General Information about A.P.D.D.C.F. Ltd.
1 District Unions 9
2 No. of Milk Sheds 5
3 Milk Products Factories 7
4 No. of District Dairies 9
5 Capacity of District Dairy 3.24 Lakh Ltrs.
6 Capacity of State Wide Dairies 28.00 Lakh Ltrs.
7 No. of Milk Chilling Centers 67
8 Capacity of Milk Chilling Centers 11.37 Lakh Ltrs

9 No. of Feed Mixing Plants 7
10 Capacity of Feed Mixing Plants 205 M.T.
11 Capacity of Drying 123 M.T.
12 No. of Milk procurement routes 520
13 No. of training Centers 5
14 Capacity of Dairy Units 17.50 Lakh Ltrs.
15 APDDCF Turnover/Annum 900
16 No. of MPCS 14234
17 No. of MPAC 12890
18 Milk Collection Centers 84633
19 Women Co-operative Societies 780
20 Women Milk Producers 26690
21 Milk Producers 79950
22 Villages associated 12655
23 No. of Milk Consumers families 12 Lakhs

INTRODUCTION ABOUT PRODUCT PROFILE
PRODUCT PROFILE
Today A.P.D.D.C.F. offers the widest spectrum of milk products in India, under the
brand name VIJAYA. These includes VIJAYA LIQUID MILK (Toned milk, Double toned
milk, Standardized milk), UHT Milk, Flavored Milk, Ghee, Butter, Doodhpeda etc. Several
among these carry the Agmark, an attestation of quality by Government of India and ISI mark
of Bureau of Indian standards. The VIJAYA brand connotes purity and quality which makes it
a trusted name in millions of household across the country.
Today there are above 7000 co-operatives with 400 All-woman cooperative and a
membership of over 8 lakh people across the state, producing over 15 lakh liters of milk
everyday and processed to produce quality products.
MILK:
 Highly nutritious
 Pasteurized, Standardized, Toned, Double Toned milk.
 Free from additives, preservatives.
 Packed in poly sachets using sophisticated system of fill and seal machines
 In case of delayed usage boil, cool and refrigerator.
MILK AND MILK PRODUCTS
Today APDDCF offers the widest spectrum of milk products in India, under the brand
name VIJAYA, These include Ghee, Butter, processed Cheddar Cheese and Cheese Spread,
UHT Milk, Flavoured Milk (Merri Milk), Slim Milk in Tetrapacks, Sterilized Cream, Skim
Milk Powder, Dairy Whitener, Cooking Butter and Ice Cream. Several among these carry the
Agmark, an attestation of quality by Government of India and the ISI mark of Bureau of
Indian Standards. The brand VIJAYA connotes quality and quality, which makes it a trusted
name in millions of households across the country.

In addition, APDDCF also manufactures products such as Sterilized Flavoured Milk,

panner (indigenous unripended cheese), Doodh Peda (desiccated milk sweet) and Buttermilk
which are marketed through a network of Vijaya Dairy Parlours and a chain of retailers
spread across Andhra Pradesh.
APDDCF INTRODUCES DIET MILK IN SACHETS
To cater to the needs of the health conscious, AP Dairy Development Cooperative

Federation Limited, has launched Vijaya Diet Milk in sachets which will contain skimmed
milk with maximum 0.1% fat only. The health conscious consumers and particularly those,
with cardiac problems and obesity can avail this facility by using quality Diet Milk of Vijaya.
LOW FAT MILK
AP Dairy Development Cooperative Federation Limited has been the pioneer in

introducing innovative technologies in dairy field and its ‘Vijaya’ brand of milk has been the
brand leader in the country in the UHT (Ultra High Temperature) processed long life milk. In
order to cater to the needs of the health conscious. APDDCF has launched Low Fat Milk
(1.5% fat and 9% SNF) in hygienic, tamper-proof Tetra Pak packing on the 24th May, 2000.
With this, ‘Vijaya’ will have the widest range of long-life milk with varying fat
contents. Already ‘Vijaya’ UHT milk is available with 4.5% fat in Tetra Brick and 3% and 5%
Fat in Tetra Fino (pouch) packing. With the introduction of ‘.Vijaya’ Low Fat Milk, health
conscious families can also now take the advantage of bacteria-free, healthy UHT milk in
tamperproof packing and is specially enriched with Vitamin ‘A’ (2000 International Units per
liter).
SUPRABHATAM
Contains 3.0% Fat and 8.5% SNF
Shelf-life 45 days
100% Bacteria free and contained no preservatives and additives
Needs no refrigeration till opened.
Needs no boiling after opening
U.H.T. processed Toned Milk in international Tetra Fino packaging

EXTRA FRESH U.H.T. MILK

Contains 5.0% Fat and 8.5% SNF
Shelf-life 45 days.
100% Bacteria free and contained no preservatives and additives
Needs no refrigeration till opened
Needs no boiling after opening.
U.H.T. processed Toned Milk in international Tetra Fino packaging.
LIQUID MILK:
The APDDCF is selling about 3.5 lakh liters of milk in the Twin Cities from Milk
Products Factory, Hyderabad and Mother Dairy, Hayatnagar.
There are 1700 Commission Agents spread over 70 Sq.KMs in and around
Hyderabad. .
The Market Share of APDDCF is about 30% total potential market established in
cities.
APDDCF has Market Share of 55% of the Branded Milk in Twin Cities.
In addition to sale of milk in Twin Cities, APDDCF is marketing various Dairy
Products on the Brand name of VIJAYA in Twin Cities. The Products are as listed:
 Vijaya Ghee  Sterilized Flavoured Milk
 Doodhpeda  Paneer.
U.H.T. PROCESSED MILK PRODUCTS
Treated at Ultra High Temperature and aseptically packed

Sterile, bacteria free and can be consumed directly
Needs no refrigeration
Contains 4.5% Fat & 8.5% SNF
Stays fresh for 4 months
Gives excellent and firm curds/ yoghurt
Hygienically packed
Natural taste with high nutritive value

Packaging material absolutely impermeable and non-returnable

Available as a grocery item
Homogenised
MILK PRODUCTS
CURD
Fat 3,0% and SNF 8.5%
Best before 2 days & under refrigeration
Homogenized.
Made from Toned Milk
Frozen Products
Ice Creams, Kulfi, Chocobar

Also, various products as Cheese, Table Butter, Products manufactured by the
different district unions are marketed.
TABLE BUTTER
Has 80% Milk Fat with salt and colour
Agmark Special Grade Products (Govt. of India Certification)
Needs refrigerated storage until consumed
Packed in Alluminium Foil packs with fully automatic machines
Pleasant flavor
Delicious taste and good spreadability.
Useful as an additive in various food preparations.

GHEE
Complete Milk Fat (99.7%)
Granular and white in color
Agrnark Special Grade Product (Govt. of India Certification)
Shelf-life of 6 months at ambient temperature
Hygienically manufactured and packed
Pleasant flavor
Rich source of energy
DESSERT MAGIC
UHT processed and aseptically packed
Contains all milk constituents, sugar, permitted stabilizers and
emulsifiers
Sterile and totally free from microbes
Has 10% Milk Fat and 11 % SNF
Shelf-life of 3 months at ambient temperature
Can be used as a rich milkshake and when frozen makes creamy kulfis
and ice-creams
STERILIZED CREAM
Has 30% Milk Fat with added stabilizers and emulsifiers

U.H.T. processed and aseptically packed
Shelf-life of 3 months
Can be used for coffee whitening, whipping to be used in desserts etc.
Nutritive and fresh
Sterile, Bacteria free and no chemical changes
Homogenised

LASSI:
Prepared from curd containing 3% Fat and 8.5% SNF
Sweetened
Processed at Ultra High Temperature and packed aseptically
Sterile, bacteria free and can be consumed directly
Hygienically packed
Stays fresh for 90 days
Excellent thirst quencher
Kurnool District Milk Producers Mutually aided Co-Operative
Union Limited (K.D.M.P.M.A.C.U. Ltd.,), Nandyal. Company Profile
The APDDC started in Kurnool District by the commencement of Kurnool District
Dairy at Kurnool in the year 1974 with the capacity of 12,500 Liters per day and chilling
centre started at Nandyal during the year 1977 with the capacity of 30,000 Liters per day. The
milk products factory Nandyal Commenced in the year 1983 with the capacity of 1,50,000
Liters per day. The milk product factory was established with the. assistance of Rs. 10
crores from National Dairy Development Board (NDDB). The
K.D.M.P.M.A.C.U.Ltd., formed during the year 1990 as per the 3 tier Co-Operative
structure and transformed into K.D.M.P.M.A.C.U.Ltd., during the year 2002 with an intention
to create financial resources to the peagents to their produce (Milk).
The K.D.M.P.M.A.C.U.Ltd., MPF, Nandyal is supported by 1 major dairy at kurnool
(and) 2 major chilling centres (Mydukur, Chagalamarri) and 10 Bulk Cooling centres (Dhone,
Bhavanasi, Pattikonda, Halaharvi, Atmakur, Kolimigundla, Banaganapalli, Rudravaram,
Dornipadu, Sankalapuram). At present Milk procurement is 1,00,000 Liters per day. The

dairy has a manpower of 312. The Organisation is procuring Quality milk and manufacturing
quality products.(Everyday 10,000 Liters of mi1k is being sent to Distant places daily
because of its quality. The Ghee manufactured is having market in the States of Maharastra,
Karnataka, Tamilnadu, Rajasthan and Orissa by its Quality.
MILK AUGMENTING, TECHNICAL INPUTS AND ACTIVITIES IN DETAIL
The union provides the veterinary services to the milk producers by the union vety:
Surgeons by daily visits to the village milk producer’s cooperative societies to up keep the
health of Milk Animal, so as to augment the milk production.
MILK ANIMAL LOANING PROGRAMME
Milk animal loaning programme are taken up with various banks to repay for loan
with marginal interest (and) easy installments as a continuous programme.
FUNCTIONING OF VETERINARY FIRST AID AND ARTIFICIAL INSEMINATION
(A.I.) CENTERS
The Veterinary First Aid and Artificial Insemination centers of the union integrated as
Gopalamitra”. Personnel working in these centres are thoroughly trained and well
experienced in attending for first aid cases and for conduction vaccination. They are acting as
“INFORMER” from dairy co-operative society to union vety. Doctor. The union is providing
vety. Medicines, tinctures and powders.
Well-equipped, well-trained personnel are working at those 32 Artificial Insemination

Centres functioning at this union. The key for A.I. cases is supply of liquid Nitrogen to the
A.I. centres. It is thoroughly planned and liquid Nitrogen was purchased transported and
distributed through union vehicles. The total expenditure was born by this union. The A.I.
done and after 3 months pregnancy verification and after 10 months Calf births recorded like
every follow up work will be looked after by the regular veterinary route Doctors and
recommends for incentive to the A.l. Worker who is also a veterinary. worker.
FERTILITY CAMPAIGNS
The dairy has extended its co-operation with vety. Medicines to each fertility camps
conducted at dairy coop. Societies. The dairy administered medication for around 50,000
animals every year through its fertility campaigns. These route doctors are also looking after
the fertility cases in diagnosing, treating and follow up measures.
VACCINATION PROGRAMME
The number of vaccinations improves the life protection and health improvement
augmentation of milk. The union is bearing 50% cost of the Vaccine and 50% will be bear by
the milk producers. The vaccination is provided - F &M to nearly 35000 animals, H.S to
nearly 50000 animals and Anti Rabies to nearly 50 animals.
SUPPLY OF DEWORMING DRUG FOR SAVING THE CALVES:
These drugs are supplied to societies on free of cost to save the lives of calves. Calf is
a future milk animal. 36,000 doses of deworming drugs supplied for the year 2008-09. The
drug is useful to kill parasites in the stomach and keep the calf or animal in active condition.
The calf will be saved from life threat and that animal yields more milk.
FEED:
Concentrated feed is given to improve the health condition of milk animals to exert
more milk. There is a demand of 40Mts of cattle feed per month in this union. Supplies are
brought from feed mixing plant, Nandyal. MARKFED Unit. Feed is supplied about 460 M.T
and Mineral Mixture about 50 M.T.
UREA TREATMENT OF PADDY STRAW

To enrich the nutritive value of the Paddy straw/Jowar straw the process is
implemented with the scientific advice from Agricultural University and N.D.D.B. It is
proved highly economical in calculating the cost production of milk. It is cheaper as well as
nutritive.

SUPPLY OF ELECTRONIC MILK TESTERS
The farm produce like milk had got a bad attribute that valuation would not be
properly done. To eliminate this kind of thinking, sophisticated electronic instruments are
distributed among dairy co-operative societies.
FILM SHOWS AND PROPAGANDA
This is really a hill task to occupy the memories of both producer and consumer. For
producer, this union has got one 16mm projector and one TV. with V,C.P. In the villages
during evening hours, films pertaining to cattle health, milk production, benefits on Dairy
coop. Societies, etc will be exhibited.
ADVERTISEMENTS
On milk sachets also advertisement was made regarding Dairy products. The other
communication media like newspapers, periodical pamphlets, booklets etc, are also.
published to enlighten the learned people. And the hoardings also made by the dairy to
improve their sales. The expenses of advertisement are purely dairy expenditure.
Distribution Channel:
The company appointed sales in-charge for the distribution of the milk and
milk products. Sales in-charge will distribute the products to the retail agents.
Commission to Retailers:
The company will give Re.l for lLtr. of milk and 5% commission on milk products.

General Information about
K.D.M.P.M.A.C.U. LTD., NANDYAL
No. of MPCs 256
No. of MPAC 463
No. of Procurement Routes 53
No. of Villages covered 968
Milk Producers 36000
No. of Chilling Centers 2
No. of Bulk Units 10
District Dairies 1
Powder plants 1
No. of vety. Surgeons 2
PRODUCT PROFILE OF K.D.M.P.M.A.C.U. Ltd., NANDYAL
Milk is the healthy food. It is even prescribed by Doctor. Milk is required by everyone
without any age and sex differences. Milk contains Fat, Proteins, Lactose, Minerals, Vitamins
and Water. The milk is collected from various villages and payment is made on the basis of
Fat contents.
Generally the milk is collected from cows and buffaloes. The cow milk is little bit
yellowish to buffalo milk is sweet. In buffalo milk, the fat percentage is more than that of
cow. The following table reveals the percentage of milk contents.
CONTENT BUFFALO COW

FAT 6.8 4.6%
PROTEINS 3.9 3.4%
LACTOSE 5.2 4.9%
ASH 0.8 0.7%
WATER 84.0 86.6%
Lactose percentage is calculated by using the Lactometer. The Lactometer reading is

used to know the specific gravity of milk using the following formula.
Lactometer reading + 1
____________________
100
TYPES OF MILK AND MIK PRODUCTS
As stated earlier, there are 4 different types of liquid milk produced by Nandyal,
Dairy and the contents are as follows
 WHOLE MILK
In this milk, the fat content is 6% and SNF (Solid not Fat) is 9%. This milk is
produced in Red Label packet. This whole milk is also known as. ‘VIJAYA GOLD’
 TONED MILK
In this milk, the Fat content is 3% and SNF is 8.5% it is packed in green labeled `
packet. This milk is also available in 500 ml and 200 ml packets.
 DOUBLE TONED MILK
In this milk, the fat content is 1.5% and SNF is 9% is packed in brown labeled packet.
It is available in 500 ml packets.
 SKIMMED MILK

In this milk, the fat content is 0.1% and SNF is 8.7%
 BY-PRODUCTS OF MILK
 Doodhpeda
 Sterilised Flavoured milk (Bottled drinking milk)
 Butter milk
 Ghee
 Butter
 Panner
MILK:
LIQUID MILK FAT% SNF % Shelf Life

VIJAYA GOLD 6.0% 9.0% One day at 50 C
TONED MILK 3.0% 8.5% One day at 50 C
DOUBLED TONED MILK 1.5% 9.0% One day at 50 C
SKIMMED MILK 0.1% 8.7% One day at 50 C



MILK PRODUCTS:
PRODUCTS FAT% SNF % Shelf Life
GHEE 99.9% - 6 Months
BUTTER 84.0% 2% 1 Month at 50 C
STERILISED FLAVOURED 1.5% 9%‘ 3 Months

MILK (SFM)
DOODHPEDA 24.0% 85% 5 Days.
BUTTER MILK 1.4% 4.2% 1 Day at 50 C
SKIMMED MILK POWDER 1% 96% 1 Year

(SMP)
ORGANISATION STRUCTURE
The following is the structure of K.D.M.P.M.A.C.U. ltd., Nandyal. In this, the Chairman
is the head, Chairman and Board of Directors are elected by Milk producers.
CHAIRMAN
Managing Director
Deputy D.G.M. D.G.M. (Plant Q.C. Officer Marketing

Director (Field) (Production) Manager
Assistant Manager G1 Asst. Dairy Engg. Asst. Q.C.

Officer Marketing
Director-G1
Superintendent
Assistant Asst. Foreman Quality Marketing

Director-G2 Manager G2 Con.Supervisor Supervisor
Field Processing P.C.M Lab Assistant

Supervisor Supervisor
Asst. Field Weighting Plant Mechanic

Supervisor Clerks
Plant Operator
TIME SCALE WORKERS

PROCUREMENT AND SALES
Massive Dairy Projects with extensive infrastructure was created for procurement,
processing and marketing the extended the economic benefits to dairying to more and more
people in nook and corner of the state,
Milk is being procured from villages through collection centers/co-operative societies

about 1,50,000 liters per day. Milk is collected by various tankers and cans daily the morning
and evening.
At every stage from collection Center till it is distributed, milk is subjected to various
organoleptic tests, acidity, fat, SNF, standard plate count etc. During the entire process of
standardization of milk, samples are constantly analyzed to maintain the standards laid down
under the P.F.A. Act. It is not milk alone that receives such thorough care and attention, Each
item of milk handling equipment is thoroughly cleaned and sterilized. Milk is constantly
chilled and kept fresh till it reached the consumer
The surplus milk of procurement after sales will be sent to Hyderabad and
Vishakapatnam etc other metros.

Procurement and Sales of K.D.M.P.M.A.C.U. LTD.. Nandyal
Procurement Sales
Year
(in Lakhs) (in Lakhs)
2002-03 205.64 76.37
2003-04 231.41 87.88
2004-05 249.08 94.41
2005-06 291.95 117.35
2006-07 345.53 137.93
2007-08 298.02 193.06
2008-09 355.53 212.82
2009-10 241.23 241.96
Procurement and sales of K.D.M.P.M.A.C.U Ltd.,
400 355.53
345.53
350
291.95 298.02
300
249.08 241.23 241.96
s
250 231.41
205.64 212.82
Sale 193.06
200
and
137.93
t 150 117.35
87.88 94.41
100
men 76.37
ure
50
Proc
0
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10
Years
Series1 Series2
DATA ANALYSIS AND INTERPRITATIONS

1. Are you satisfied with the quality of Vijaya milk product?
No.of respondance Percentage

Satisfied 88 79.27
Dissatisfied 2 1.80
Very much satisfied 21 18.91
Very much dissatisfied -- --
Interference: 79.27% of the respondents reacted positively towards the quality of vijaya milk
products.20.71% of the respondents reacted negtively towards the quality of vijaya milk
products. So, it is clearly indicating that organization has taken effective measures to enhance
the quality of their quality

2. Are you customer of Vijaya milk products?
No.of despondence Percentage

Yes 111 100
No -- --
Interpretation: 100 % of the respondents, with whom I have interacted responded that they
are the customers of vijaya milk products. It is clearly indicating that vijaya milk products has
gain sufficient market in the segmented area.

3. How do you think about price?
No.of despondence Percentage

High 53 47.74
Low 0 0
Moderate 51 45.94
Too High 7 6.34
Interpretation:
47.74% of the respondents said that the prices of vijaya milk products are highand
45.94% of the respondents said that the prices are reasonable and some of the members
reacted neutrally.

4. Are you Aware of these Vijaya milk products?
No.of Respondence Percentage

Ghee 85 76.57
Doodhpeda 90 81.08
Butter milk 92 82.88
Milk powder 68 61.26
Interpretation:
When I ask this question, then 76.57% of the respondents aware of the Ghee, 61.26% are
aware of milk powder, 81.08% of the people aware of doodh peda & 82.88% of the people
aware of the butter milk.

5. Are you able to get required quantity from your parlour?
Opinion Response
Yes 90%
No 10%
Interpretation:
When I ask this question 90% of the respondents said yes and 10% of the respondents said no
when I ask about ammout of the product they are getting from the parlor.

6. Are you able to get milk products single parlour ?
Opinion Response
Yes 82%
No 18%
Interpretation:
When I ask this question 82% of the respondents said yes and 18% of the respondents said
no.it is clearly indicating that majority of the respondents are getting the products from only
one parlor

7. Why did you prefer Vijaya Milk products?
No.of respondence Percentage

Brand image 45 40.54
Quality 65 58.55
Price 00 00
Others 1 0.09
Interpretation:
40.54 % of the respondents are said that they are preferring vijaya milk products because of
its brand image.58.55 % of the respondents said that they are preffing because of good
quality.Here the price is not at all playing a role in deciding the procut.

8. What is your opinion on maintenance of dairy parlour ?
Opinion Response
Excellent 31%
Verygood 67%
Average 2%
Bad /poor 0%
Interpretation:
31% of the respondents reported the maintenance of the parlor are the excellent and 67%
of the respondents said very good and 2% of the respondents said average and 0%of the
respondents said bad /poor.

9. Do you experience an any old stock with respect to any milk products?
Opinion Response
Yes 15%
No 85%
Interpretation:
when I ask about the bad experience with availability of old stock, 15% of the respondents
said yes and 85% of the respondents said no. So, it is clearly indicating that they are no such
Grievances with organisaition.

10. What is your opinion on Vijaya Milk Products?
Opinion Percentage
Good 57%
Bad 1%
Very good 42%
Very bad 00
Interpretation:
42% of the respondents expressed their opinion on Vijaya Milk Products as Very good. 56%
of the respondents said Good ,and1% of the respondents said Bad .

11. Do you feel the cost of the Milk and Milk products are reasonable ?
Opinion Response
Yes 51%
No 49%
Interpretation:
51% of the respondents said the price is reasonable 49% of the people said price. is not
reasonable Again I asked if No. Why? Then the respondents said high price of the milk
products.

12. Do you need Home delivery?
Opinion Response
Yes 51%
No 49%
Interpretation:
51% of the respondents expressed that they need home delivery and 49% of the
respondents said No.

13. Who influence you to purchase Vijaya Milk Products?
No of
Percentage
response
Friends 34 31%
Relatives 14 13%
Neighbors 52 47%
Others 11 10%
Interpretation:
31% of the respondents said that they are influenced by the friends.13 respondens influ
reacted positively towards the quality of vijaya milk products.20.71% of the respondents
reacted negtively towards the quality of vijaya milk products. So, it is clearly indicating that
organization has taken effective measures to enhance the quality of their quality

14. Rate your satisfaction level.
No of Response Percentage
Excellent 13 12%
Very good 47 42%
Good 48 43%
Bad 1 1%
Can’t say 2 2%
Interpretation:
When I ask this question, then 12% of respondents said Excellent,42% of the people said
Verygood,43% of the people said Good, 1%of people expressed Bad and 2% of the
respondents said Can’t say.

15. Are you price conscious or Quality conscious ?
Opinion Response
Price 00
Quality 63%
Both 35%
Availibity 2%
Interpretation:
63% of the consumers reported they are Quality conscious, 35% of the consumers look
for both quality and price and 2% of the consumers look for availability of products .

16. From how many years are you using this products ?
Opinion Response
1Year 5%
2Years 6%
3Years 17%
Above 3Years 72%
Interpretation:
5% of the people said using 1Year, 6% of the people said using 2Years 17% of the
consumers expressed using 3Years and 72% of the consumers expressed their opinion
using above 3Years .

17. Which Income group do you belong?
Opinion Response
High class 00
Middle class 90
Low class 10
Interpretation:
Among total respondents 90 percentage of the employees are from middle class and 10
percent are from low class.

FINDINGS
1) There is a significance difference in the age of the customer with respect to the
Awareness of the vijaya milk products.
2)The price of the vijaya milk product and regular usage of the vijaya milk products are
dependent in nature.
3) Most of the customers are purchasing the product for house hold purpose.
4) The customers of age group between30-40 are purchasing more percentage of

products.
5) Female customers are more loyal to vijaya milk products.
6) Most of the customers came to know about the product through NEWS PAPER.
7) Customers are satisfied with the AVAILABILITY of the product.
8) Most of the customers are purchasing the product because of good quality of the
product.

SUGGESTIONS
After conducting the survey of 111 respondents. The following suggestions & conclusions
emerge from the study,
1. The Marketing department should concentrate more on the areas where the sales
are low to increase the sales.
2. The Marketing department should be able to get current market trends and demand
fluctuations at a particular area so that they can supply the stock to meet the
demand.
3. The Marketing department should install more number of dairy parlours where
market potential is more and to make convenience to consumers.
4. The milk producers factory should produce and maintain good quality products that
the reasonably prices.
5. The marketing Department should introduce the door delivery system to increase or
to enhance the maximum sales performance.
6. The Marketing department should introduce an effective advertisement campaign in

different types of media i.e., print media. Electronic media etc., which would be the
best method or increasing sales.
7. Sign boards, banners are install at public places, for the sake of awareness
creating among the people.
8. People are requesting to introduce the 250 ml packets of milk, it will increase
the sales of the milk, because low income group consumers also dare to
purchase.

The sales of the Nandi milk was increased compared to last year because of only
low price and effective advertisement. Even though we (Vijaya) are not loosing our
loyal buyers because -of our quality, but we are not increasing our sales or new buyers
up to the mark, though we are maintaining quality and moderate price. Try to attract
new consumers.
9. Most of the people are not aware of the Flavoured Milk and less aware of the
Milk Powder and butter milk. Try to make them(peopie) aware by utilizing
different media effectively.
10. By distributing in cool drink shops certainly we can increase the sales of our
flavoured milk sales. Simultaneously promotional activities like advertisement
should maintain effectively.
11. Some of the people had opinion that the dairy people diluting the pure & thick milk
in processing. Make them aware by media so that they can change their opinion and
purchase the Vijaya milk.
12. The Marketing department should sponsor some social - welfare activities. So that
the organization fulfilled its social responsibility to society as well as the Vijaya
brand get awareness among the people.

CONCLUSION
. The traditional quality assurance systems are becoming absolute and are getting
globally replaced by HACCP based system complemented by Good Hygienic Practices,
Good Manufacturing Practices etc. in the dairy industry will enquire a strong commitment
from the management, the quality mark certification organization and finally the regulatory
authorities to make HACCP, including sanitation programs, as part of their regulations
Mostly customers are attracted to vijaya Milk because of their Quality.They are trying
to increase market share as compared to other companies.

QUESTIONNAIRE
Name:
Age:
Occupation:
1. Are you satisfied with the quality of Vijaya Milk Products?

a) Satisfied [ ] b)Dissatisfied [ ]
c)Very much satisfied [ ] d)Very much dissatisfied [ ]
2. Are you customer of Vijaya Milk Products?

a)Yes [ ] b)No [ ] c)Both[ ] d)none [ ]
3. What do you think about price?

a)High [ ] b)low [ ] c)Moderate [ ] d)Too high [ ]
4. Are you aware of these Vijaya Milk Products?

a)Ghee [ ] b)Milk powder [ ] c)Doodhpeda [ ] d)Butter Milk[ ]
5. Are you able to required quantity from your parlor?

6. Are you able to get all milk products from single parlor?
7. Why did you prefer Vijaya Milk Products?

a)Brand Image [ ] b)Quality [ ] c)Price [ ] d)Others [ ]
8. What is your opinion on maintain ace of Dairy Parlor?

a)Excellent [ ] b)Very Good [ ] c)Average [ ] d)Bad/Poor [ ]

9. Do you experience an old stock with respect any milk products?

10 What is your opinion on Vijaya Milk Products?

a)Good[ ] b)Bad[ ] c)Very good[ ] d)Very Bad[ ]
11. Do you feel the cost of the milk &milk products are reasonable?
12. Do you need home delivery?

13. Who influence you to purchase Vijaya Milk Products/

a)Friends [ ] b)Relatives [ ] c)Neighbors [ ] d)Others [ ]
14. Rate your satisfaction level?

a)Excellent [ ] b)Very good [ ] c)Good [ ] d) Bad [ ]
15Are you price conscious or quality conscious?

a)Price [ ] b)Quality [ ] c)Both [ ] d)Availability [ ]
16. From how many years are you using these products?
a)1 Year [ ] b)2 Years [ ] c)3 Years [ ] d)Above 3 years [ ]
17. Which income group do you belong?

a)LIG [ ] b)MIG [ ] c)HIG [ ] d)Both[ ]

BIBLIOGRAPHY
1.MARKETING MANAGEMENT
-PHILIP KOTLER
2.PRODUCT AND BRAND MANAGEMENT

-RAMANUJ MAJUMDAR
3.RESEARCH METHODOLOGY
-C.K. KOTHARI
4.CONSUMER BEHAVIOUR
-SCHIFFMAN
5.DAIRY INDIA-CURRENT WORLD DAIRY DEVELOPMENT SCENE

2000
WEBSITES:
1. www.afdairy.com
2. www.nddb.com
MAGAZINES :
- THE SURVEY OF INDIA INDUSTRY 2000 INDIA TODAY

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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY

Dairying has emerged as a dynamic instrument to raise the socio-economic

The white Revolution or operation flood as it is widely known, found its

PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 1

In a competitive marketplace where businesses compete for customers, customer

Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers;

PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 2

American Customer Satisfaction Index (ACSI) is a scientific standard of customer

The Kano model is a theory of product development and customer satisfaction

PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 3

customers. Kano also produced a methodology for mapping consumer responses to

SERVQUAL or RATER is a service-quality framework that has been incorporated

Improving Customer Satisfaction

Published standards exist to help organizations develop their current levels of

PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 4

NEED FOR THE STUDY

The market today is characterized by cut-throat competition, Ad wars, attractive

generated by the consumers.

This indicates consumer's importance while purchasing a commodity. A product

cannot be marketed successfully without knowing the consumer behavior to that

such products which have convenient facilities.

This is general scenario, and this is same in marketing of dairy products.

PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 5

consumers such as price, quality, demand and supply.

The manufactures of milk in Andhra Pradesh are VIJAYA, HERITAGE,

From the foregoing, it is clear that an in-depth study regarding availability of

VIJAYA milk based products, proper distribution channels, coverage, consumer

here is an attempt made in this regard with the following objectives:

PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 6

OBJECTIVES OF THE STUDY

3. To know consumer response regarding Vijaya Dairy Parlours anc retailers.

4. To know the availability of whole range of Vijaya Products with the

Parlours and retailers.

5. To know the price, quality and product-mix on parlours with, that

6. To know the distributive problems with the Vijaya Products.

PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 7

in Kurnool. The survey was conducted in Kurnool town.

sources and external sources.

A business organization has to certainly maintain some records such as financial

utilized as Internal sources of data.

PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 8

papers, Annual Survey reports etc.

suggestions given by the consumers.

PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 9

This method has certain disadvantages such as :

1) Unwillingness of respondent to provide information

2) Inability of respondent to provide information.

personal interview method.

4) Due to the changes and fluctuations of consumer behaviours', it may affect

the relevance of the result.

PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 10

Satisfaction is a person’s feelings of pleasure or disappointment resulting from

A brand is a name, term, sign, symbol or design or a combination of these which is

PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 11

It is the elements on organization controls that can be used to satisfy or

Q = Quest for Excellence.

PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 12

Marketing management is the process of planning and executing the conception,

PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 13

It is the company's estimated share of market demand at alternative levels of company

COMPANY SALES FORECAST:

COMPANY SALES POTENTIAL: